ADVANTAGES

Customer comments, suggestions and responses about a company's products, business

practices and customer service orientation are one of the biggest advantages of customer
feedback surveys. Critical inputs and answers can help a company to develop better
customer-retention programs.

Feedback-Customer feedback in the form of answers, comments and suggestions

about a company's products, business practices and customer services is one of the major
benefits of a customer satisfaction survey.

Desired Improvements-If feedback is critical or negative on any aspect, quick

measures can be taken to bring about the desired improvements or address grievances and
placate relevant customers.

Better Innovation- Analysis of customer feedback ' surveys and the information,
collected becomes the basis for customer intelligence. Used strategically, such intelligence
can be used to drive innovation efforts and initiatives at the company.

Greater Customization- A customer satisfaction survey also shows critical insights

about different customer segments and products so that services and marketing approaches
can be tailored accordingly.

Long-Term Relationship-Customer satisfaction surveys enable companies to

consistently and better address customer needs and expectations, maintain brand reputation
and facilitate long-term relationships with customers.

2.10 DISADVANTAGES

Customer feedback surveys and questionnaires can sometimes be too scientific and
methodical to capture the humane instincts and traits of consumers. Rigorous analysis and
interpretation of feedback and answers provided by customers might not provide the right
kind of insights that businesses need to better serve customers .Customers don’t always.
Know What They Want according to many marketers, if a business is customer focused, it
will find out what the customer really wants and become successful.